Call Intelligence Improves Conversions by 50 Percent for Mobile Urgent Care Provider
// By Jane Weber Brubaker //
As measurability, attribution, and ROI become imperatives for hospital marketers, one key channel — the phone — has yielded less actionable information than digital channels that are far more trackable. In healthcare, consumers may begin their search for a provider online, but eventually the journey often still leads them to make a call to gather more information or schedule an appointment.
For some organizations, the phone is the primary channel consumers use to make contact, making the phone experience that much more critical to success. Dispatch Health provides in-home urgent care services as an alternative to an ER visit or a nonemergency 911 transport. “It is designed to go after the very specific problem of ER over-utilization,” says Andrea Pearson, chief marketing officer. The company currently serves seven markets: Richmond, Houston, Oklahoma City, Phoenix, Denver/Boulder, Colorado Springs, and Las Vegas.
When Pearson came on board six months ago, her goal was to make sure that everything could be measured. “Whether that was a business meeting with a senior living community or a postcard mailing with an ACO, we wanted to be able to tie that volume back and understand how that channel and specific tactic were working, and what we should be doing to optimize it,” she says.
She turned to Invoca, a call intelligence platform. Invoca, whose clients include Mayo Clinic, recently received recognition as a “strong performer” in The Forrester New Wave™: AI-Fueled Speech Analytics Solutions, Q2 2018, which reports: “Invoca leverages machine learning-based speech analytics to classify calls and measure their quality and outcomes to improve marketing performance as well as handle related use cases in sales.”
“Invoca was key to understanding where current volume was coming from because we’re able to put a trackable phone number on everything we do,” Pearson says.
Within 90 days of implementing Invoca, Dispatch Health was able to convert 50 percent more consumers. “The call data was key to improving not just call conversion but also our website and requests made from our digital channels, from improving ad copy and landing pages to the phone call handling,” says Pearson.